The New Digital Transformation: Data-Driven to AI-Driven Marketing and Sales
Although this may seem like the most rational and effective solution, there are actually a number of drawbacks that come as a result of adopting a purely data-driven Marketing Strategy.
- Improper Lead Scoring Models
As new leads are generated, they are assigned a score that does not always properly reflect the lead’s readiness or interest in speaking to a sales rep. For example a lead can receive a high score, due to an action such as engaging with bottom of the funnel content, indicating that they are at the end of their decision making process and are ready to purchase. This then results in an immediate hand over to a sales rep, resulting in a ‘false positive’ wherein the lead is actually not ready, and was improperly scored, causing the lead to be turned off, and the opportunity lost. On the other side of the spectrum, a lead can just as easily be underscored, and as a result, be held at the top of the funnel, and not receive engagement on behalf of Marketing, resulting in a missed opportunity. Both situations not only create missed opportunities, but can also put a strain on the internal Marketing-Sales relationship.
- Predicting the future
Although historical data can be used as an indicator for predicting future behavior, it is far from foolproof. Rather it’s used as a tool for generating a model, which can then be used to generate possible future scenarios or outcomes.
- No lead left behind
With a data-driven marketing strategy, companies can sometimes be overwhelmed with an influx of new leads, all of whom aren’t necessarily relevant, or have buyer intent. This results in leads falling through the cracks, or not receiving the proper nurturing and attention needed to become qualified. SMB’s on average generate between 100-500 leads per month, so it’s no surprise that most companies struggle to keep up.
With companies coming to terms with this flawed system, many have wondered if there is a solution or technology that can provide the ability to execute real-time actionable changes that will have an immediate and direct impact on their overall strategy.
wprss_item_date: 01 Apr 2021